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1. AutoSuccess Best Practices Summit III Details Page 4
.biz
Dealix: Driving
Online Auto Sales
Vice Presidents Steve Pace and
Dean Evans Talk Sales from
10 Years in the Business

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4. Dean Evans David Kain Darren Sean Scott Joseph
Vice President of President, Kain Haygood WolÞngton President & CEO,
Marketing, Dealix Automotive Inc. Owner, BZResults.com J&L Marketing, Inc.
General Manager,
Internet & BDC Training Lokey Nissan Case Study: How Case Study: Johnson
You will learn: Specialist to use BDC/Internet City Honda: Sells 65
- Internet Marketing that You will learn: departments to sell extra cars a month
generates high quality You will learn: - The "Real Deal", 100 - 500 extra cars a and grosses increased
leads - Mapping out the best maximizing REAL ROI month. $1,300 per car
- Maximizing lead Internet sales process - e-Commerce success, You will learn:
generation from your - E-mail templates for choose the right solution - Setup a successful You will learn:
Web site the best short and long- for your dealership BDC/Internet - How to add 33% to
- Maximizing third party term communication - Used cars, sell more at department your bottom line and not
automotive sites - Phone script elements HIGHER grosses - Use the Web to increase ad budget
- Metrics that matter that turn leads into promote all your proÞt - How to grow your
- New cars, to BDC or
- Focus on return on appointments centers customer base
not to BDC - Use the Web to drive
investment - Recruiting, hiring and - How to increase your
- Spend $200 to sell showroom & phone
compensating for results average gross per unit
9 units trafÞc - How to increase
- Sell old stock, vehicles purchase frequency plus
& parts inventory customer residual value
- Use e-mail marketing
to drive more trafÞc for
zero cost
Steve Hiatt Keith Latman Jasen Rice Chip Perry Jim Adams
Dealers & Managers Only!
Owner, Mountain CEO & Co-Founder, Internet Director, Lou CEO and President, General Manager,
Mitsubishi iCarMagic Fusz Automotive Roper Kia
AutoTrader.com
Case Study: How to
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Case Study: How
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Internet Advertising Honor Your Two days of intense learning.
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You will learn: Internet departments
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- Evaluating personnel, generate upwards
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of 20%-40% of the
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the lazy or content ones You will learn:
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everyone: Front end two - How to use software business. top performing dealers You will learn:
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once a week Internet & Showroom into - Marketing to today’s results opportunity generations
- Put in controls. Move a cohesive opportunity Internet consumers are the key to success
over aged inventory in - Internet Department’s - Take home
- How to manage lead
new, used and parts steps and processes to examples of effective - Individual goal setting
providers and Web site
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relationship with your ROI & not just hype - Gaining revenue in the can put to bring results
manufacturer to help get - When technology can Þnance department and immediate use - Daily one-on-ones: The
correct inventory, ßoor help you and where it getting them to become key to success
line and capital can hurt you more atoned to the
- Your selling attitude:
- Praise every - E-mail prospecting Internet customer
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goals, certiÞcations, etc. of a free thing can hurt Internet customers - Building your dealer
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November 3 & 4, 2005
Randy Barone
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right type - Lower compensation You will learn: secret percent to 25 percent
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Speakers and times subject to change

5. SUMMITIII
BEST PRACTICES
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
Call today to register. toll free 866.317.7914 web www.autosuccess.biz

6. Making the Most of Change
8 BrianTracy
INSID Just Promoted to Internet Manager, What to do First
Understanding the Difference Between a Web Site and a Total
Marketing System Can Help Sell an Additional 500 Cars a Month
The Science of Persuasion
10
12
9 AnthonyHall
DavidKain
RadWeaver
Used Vehicle Market: Get Your Piece of the Pie
14 RandyBarone
Matching and Mirroring
16 PattiWood
Ride Employee Development to the Top 18 TomGegax
Dealix: Driving Online Auto Sales
Vice Presidents Steve Pace and Dean Evans Talk Sales from 10 Years in the Business 20 BrianAnkney
Crunching the Numbers:
Many Dealerships Pay More than Necessary in Trash Bills
22 TracyGetz
Can I Trust You
24 MarkTewart
Use Your Own Unique Leadership Style to Build a Better Team
Beyond the Vision
26 CarolMartin-Ardell
Using the Service Drive to Sell VSCs
28 TonyDupaquier
Quick-Þx Ideas
30 ScottJoseph
This is YOUR Life, Don’t Trust Your Memory
32 MichaelYork
People Won’t Go Along With You
if They Can’t Get Along With You 34 SeanWolfington
A Perpetual State of Motivation
36 JimAdams
Matthew 21:22
“If you believe, you will receive
what you ask for in prayer.”
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Patrick Luck, Editor & Publisher
• pluck01@autosuccess.biz “But the wisdom that is
Susan Givens, Vice President
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from above is first pure, then
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• twilliams03@autosuccess.biz and without hypocrisy.”
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8. BrianTracy
Making the Most of Change
To deal with change, Acceptance is the opposite of rejection or adjusting your mind to the new information
perhaps the most resistance. Acceptance keeps your mind calm and preparing to take steps to deal with the
valuable quality and positive. The minute you accept that a change effectively.
you can develop is change has occurred and that you can’t cry
flexibility. Form the over spilled milk, you become more capable The final part of this four-step method for
habit of remaining of dealing with the change and turning it to dealing with change is to improve on the
open-minded and adaptable to new your advantage. existing situation. Often, a change signals
information and circumstances. When things that your plans are incomplete or that you
go wrong, as they sometimes will, instead One of the best ways to deal with the worry might be heading in the wrong direction.
of becoming upset or frustrated, practice that is often generated by unexpected Serious changes, which seemingly create
looking into the change or reversal for the changes is to sit down and answer, on paper, real problems, are often signals that you are
opportunity or benefit it might contain. the question: “What exactly am I worrying on the wrong track. There is an old saying,
about?” “Crisis is change trying to take place.” If,
Superior men and women are invariably instead of resisting change, like a pine tree
those who remain calm and keep their wits In medicine, it is said that accurate diagnosis that snaps in a strong wind, you bend with
about them amid unexpected turbulence. is half the cure. When you sit down and change, like a willow tree, you will often find
They take a deep breath, relax and assess the define a worry situation clearly on paper, it that the change is a healthy and positive step
situation objectively. They keep themselves suddenly becomes less stressful to you and it toward achieving your goals.
calm and unemotional by asking questions will often resolve itself. In any case, when it
and seeking information when things don’t is clearly defined, you have diagnosed it, and W. Clement Stone, the founder of Combined
work out as they expected. For example, if you can now do something about it. Insurance Company of America, is famous
someone doesn’t fulfill a commitment, or if for his attitude of being an “inverse paranoid.”
a sale is canceled or fails to go through, they The second step is to ask yourself, “What He is convinced that everything that happens
keep their minds clear and steady by asking is the worst possible thing that can happen is part of a conspiracy to help him to be more
questions, such as “What exactly happened in this worry situation?” Much worry and successful. Whenever something unexpected
in this situation?” They deal with change stress comes from the refusal to face what occurs, he immediately says, “That’s good!”
by focusing on getting the facts before might happen as a result of your difficulty or and then looks into the situation to find out
responding. They develop the ability to cut problem. When you clearly define the worst exactly what is good about it.
through the confusion and ask questions such possible outcome and write it down next to
as “Why did this happen? How did it happen? the definition of the problem, you will find The mark of a superior person is “tolerance
How serious is it? Now that it has happened, that whatever it is, you can handle it. Often for ambiguity.” This simply means that
what are the various things we can do?” your worries will begin to evaporate as soon you have the capacity to deal effectively
as you have clearly determined the worst that in a rapidly changing situation. The higher
The critical issue in dealing with change is might happen as a result. up you go  the greater your income and
the subject of control. Most of your stress and responsibilities, the higher your status and
unhappiness comes as a result of feeling out Now decide to accept the worst possible position  the faster the rate of change will
of control in a particular area of your life. If outcome should it occur. Mentally resolve be around you. At every stage, it will be your
you think about the times or places in which that even if the worst possible consequences ability to function with calmness, clarity and
you feel the very best about yourself, you will ensue from this situation, it will not be the quiet assurance that will mark you as the
notice that you have a high degree of control end of the world for you. You will accept it kind of person who is going places in life.
in those places. One of the reasons you like and carry on. In fact, it could probably be In the final analysis, your ability to perform
to get home after a trip is that after you walk a lot worse. The very act of accepting the effectively in a world of ongoing change is
through your front door, you feel completely worst possible outcome completes the cycle the true measure of how well developed a
in control of your environment. You know of eliminating from your mind the stress and person you really are. And the keys are to
where everything is. You don’t have to anxiety associated with the situation. accept change, adjust to change, improve
answer to anyone. You can relax completely. upon change and move on to the next
You are back in control. You are now ready for the third step situation. As you continue to do this, you will
in dealing with change, and that is to have such a wonderful feeling of self-control
With a clear idea of where you’re going and adjust your behaviors and actions to the and self-determination that your whole life
what you want to accomplish, you develop new situation. Ask yourself, “What are all will be bright and positive, and so will your
resilience, which is the ability to bounce back the things I can do to make sure that the results.
rather than break. You develop what is called worst possible outcome does not occur?”
the “hardy personality” and become the type Sometimes we call this damage control. In
of person who is resistant to the negative business schools, this is an important part of
emotions that affect people who have no decision making, and it is called the mini-max
goals or direction. regret solution. What can you do to minimize Brian Tracy is the chairman and CEO
the maximum damage that can occur from an of Brian Tracy International. He can be
The first step in dealing with any change unexpected change or setback? As you begin contacted at 866.300.9881, or by e-mail at
is simply to accept the change as a reality. thinking of all the things you can do, you are btracy@autosuccess.biz.
8

9. AnthonyHall
The Science MEET YOUR NEW
of Persuasion
Selling is the ability and slow pace, try to do the same thing. This
E-PLOYEE...
to be able to persuade is called mirroring.
another human being
to see things your Proceed with caution; however, do not let
way, as it relates them be aware that you are copying them. WORKS 24/7 WITHOUT A
They might interpret it as mockery and you’ll
to the car business,
just get into trouble. SICK DAY OR VACATION!
and to purchase the car you’re selling, at a
reasonable price. 3. Be cheerful and nice
A professional automobile sales person is Did your mother tell you to be nice to people?
a professional mind changer, a persuader. She was right. People like others who brighten
Selling skills are word tracks and processes up their day. Make sincere compliments to
designed to persuade another person to act or raise their spirits. Little things like these go
think in a predetermined manner. a long way to breaking the ice and getting the
relationship off to a good start.
In the sales profession, words are your
4. Be sincere and trustworthy
toolbox. The only thing you really are paid
to do is to talk with customers. The words Make them feel that whenever they need help
and actions you choose and the order you in the future, you’ll always be there to lend
them a hand. You’re their go-to guy or gal. TIMEHIGHWAY.COM replaces
speak them and action you take, reflect the
People tend to be more receptive to those telephone-based scheduling with
interpersonal skills that separate great sales
people from those who are merely poor or they trust. When you have a customer you are internet technology that enhances
average. trying to sell, over-deliver and exceed their the effectiveness and customer
expectations. They will notice your efforts satisfaction of your dealership.
Good communicators are always good and will be more than glad to do business
By scheduling appointments
listeners. Success in sales is directly with you and your dealership.
proportional to a person’s ability to effectively directly through your web site,
5. Provide them with compelling evidence your customers make conÞrmed
communicate with customers.
Explain to them that you, your dealership and appointments instantly without
The saying, “No man is an island” is an vehicle could provide the most benefits for call-backs. TimeHighway.com
undeniable truth. We need the support and them. Show them undeniable proof that you
puts your service department’s
cooperation of our customers to help us in have the best product by way of testimonials,
reaching our goals. magazine articles and detailed comparisons schedule on your web site,
against your competitors. Just make sure that making it possible to schedule
Selling skills is an area we need to study all your claims are true and verifiable. Always appointments 24 hours a day, 7
in detail, daily. The relationship with the maintain a good reputation. days a week, from anywhere.
customer is more important than any
procedures or negotiation techniques. 6. Show “What’s in it for them”
Structuring a sale is a series of events. This is the most important thing to remember • Your 24/7 Revenue
when persuading anyone. People are self-
Successful sales people know that one of centered. They always put their own well- Building Tool
the most important abilities to possess is the
ability to persuade and influence others. Here
being before others. No matter how close • EfÞcient and Simple to Use
you are to becoming like them or how
are seven hot tips to do this effectively. overwhelming your evidence is, if it does • Automatic ConÞrmation
1. Enter their world not satisfy the “what’s in it for me?” test, and Reminder Emails
Try to put yourself in the customer’s shoes your persuasion efforts will not produce
and understand what would be important in satisfactory results. If you can prove that your • Cost Effective: Only 54
the next vehicle from their point of view. Set proposal will provide more advantageous cents an hour
aside your personal interests and concentrate benefits to them than you, they are more
on the customer. Ask yourself if you are him likely to accept it.
or her, what would you want from your next For More Information Contact
7. Genuinely care for them
vehicle? What would be your concerns? Then Karen Dillon at 800.901.3054 or
Focus more on their interests, desires, needs
structure the appropriate vehicle presentation and expectations, so you can satisfy their kdillon@TimeHighway.com
that would build value and point out the craving for attention and establish mutual
benefits. trust and respect. It also shows that you really
2. Mirror their body language care about them and that will make them more
People feel comfortable with those who are likely to trust you and to work with you.
like them. Copy the person with whom you 5633 Strand Blvd, Suite 302
are trying to create a connection. Observe Anthony Hall is a training consultant Naples, FL 800.901.3054
how they act, how they speak, and how they at Ziegler Supersystems. He can be www.TimeHighway.com
think. If they rub their forehead while they contacted at 800.610.9047, or by e-mail at
think, act like them. If they speak at a clear ahall@autosuccess.biz.
october 2005
9

10. DavidKain
Just Promoted to Internet
Manager; What to do First
Congratulations to the Leads – There are many sources of leads, Be Specific and carry it out to the fullest
new group of Internet and your dealership likely has leads coming detail possible.
managers out there! in from a variety of sources already. Keep
You are embarking in mind that you will receive leads by e-mail 4. Learn your products
on an exciting and by phone depending on your listings. Internet customers have easy access to
adventure that will Both types are vital to your operation and it information about their choice of vehicles
allow you to increase your income by is important that your team be the recipient and they typically know a great deal about
serving the fastest growing segment of the of the e-mails and the calls related to the their choices. As a result, they tend to judge
automotive marketplace. Be excited about Internet. Your lead management tool will the dealership person they communicate
the opportunity and bring a lot of energy to be the best source for identifying your lead with on a more critical basis if they cannot
the role. Regardless of what situation you sources. A good rule of thumb is to generate effectively answer questions about their
walked into, there are some important first 80 to 100 leads for each full-time Internet products. To meet Internet customers’
steps you should take to ensure you have sales person if they work the deals from expectations it is important that you ensure
solid success now and in the future. Take lead inception to vehicle delivery and to that each person on your team is fully
these five steps first and you will set the generate 150 to 200 leads for full-time BDC/ committed to learning about the products
stage for good results. CRC or call center team member if they set you represent.
appointments for the dealership sales team.
1. Identify expectations New inventory
Of course you have your own expectations Example Lead Sources Have your team become product certified
and would likely not have accepted the job • Dealership Web site leads by the manufacturer and sharpen their skills
if you did not feel you could improve your – www.yourdealership.com with product presentations by the dealership
income and position within the dealership. • Manufacturer leads sales team. Test drive the products so they
However, it is equally important to find – FordDirect.com, BuyaToyota.com, can learn about the unique features and
out what your management team expects GMBuyPower.com, etc. benefits.
from the department. Ask them how they • Third-party leads
will measure the department results and – Dealix.com, AutoUSA.com, Used inventory
be sure to obtain objective goals that you Autobytel.com, etc. Do a daily inventory walk, test drive new
feel you can reach. It is important that you • Online classiÞed leads arrivals and ask the sales person that traded
understand what actions are necessary to – AutoTrader.com, Cars.com, for the vehicle to tell you about the history
achieve the goals and how management will AutoExtra.com, etc. so you can bring the vehicle to life for the
work with you to support your efforts. • Online Auctions customer.
– eBay.com, Overstock.com, etc.
2. Identify resources 5. Walk in your customer’s shoes
Tools – Today’s progressive Internet In order to understand what your customer
department’s should have the following tools
in place to effectively manage leads and
Draw a simple expects from your Internet department it is
important that each Internet team member
allow your Internet sales team the flexibility process diagram on visit the sites where your customer submits
to work with customers both in and away
from their office. a sheet of paper that leads. This will allow them to experience
first hand what messages your customer
identiÞes the steps receives while on the site and after they
• PC – Every person working with
Internet leads should have individual to take and who submit the leads. This will be an eye-
opening experience and will tell you a great
access to a computer so he or she can should take them deal of how customers are influenced by the
actively manage leads.
• Lead management tool – An effective to complete the lead submission path they take. You will
also understand why customers are a little
lead management tool keeps you action within your surprised when a dealership e-mails or calls
department when a
organized and allows you to manage them after they submit a lead.
large volumes of leads and market to
your customers long-term. new lead arrives. There is plenty more to learn, but taking
• Cell phone – In order to fully serve these first five steps will give you a head start
the Internet customer you will need a and allow you to generate sales this week!
cell phone so customers can contact 3. Outline a lead handling process
you when you are away from your There are a lot of different patterns for
desk. managing leads, and most of them work if
• Two-way pager – An e-mail pager you implement them consistently. Draw a
allows you to respond anyplace simple process diagram on a sheet of paper David Kain is the automotive Internet
anytime, which will likely exceed that identifies the steps to take and who training specialist at Kain Automotive Inc.
your customer’s expectations and should take them to complete the action He can be contacted at 800.385.0095, or
position your dealership to sell the within your department when a new lead by e-mail at dkain@autosuccess.biz, or
customer first. arrives. visit www.kainautomotive.com.
10

12. RadWeaver
Understanding the Difference Between a Web Site and a Total
Marketing Strategy Can Help Sell an Additional 500 Cars a Month
Dealers often look at feature of all your advertising. If you use that’s important to most customers. We started
our Internet success billboards, make sure the customer sees to shift out thinking when we began to look at
and ask me what www.ABCDealer.com. We’ve implemented our Web site as more than a place to go online
makes our Web site a number of innovative ways to gather e-mail to get information about our dealership, our
unique. For starters, addresses so that we can launch promotional products and our services. The difference
our success involves e-mail campaigns periodically, as well. between our old templated site and our new
more than just an awesome Web site, it is due The key here is that the e-mails are unlike system is that www.RedMcCombs.com now
to our entire Internet CRM strategy. anything else on the market. For example, serves as a total marketing system to drive
our customers view a movie-mail that more phone traffic, showroom traffic and
Our success is due to our strategy to create includes sound and animation that works on Internet leads, and as a result has helped
more traffic, to increase our closing ratio, our slow connections. us sell an additional 500 vehicles in one
gross, CSI and loyalty. Our strategy includes month and generate 750,000 in additional
online marketing, search engine marketing, We also know that seven out of 10 customers gross. Specials are prominent and frequently
e-mail marketing, CRM tools, the right do their research online and might not look updated, and the customers automatically
people, process and pricing. The reason we to the newspaper when they begin their get a virtual test drive on the vehicle in
increased our sales from 100 to 500 cars a shopping. For this reason, we’ve made sure which they’re interested. This indicates to
month is because we have implemented all of that when the customer uses a popular search us that they’ve submitted a lead, and what’s
these key components. engine like Google, they’re likely to see our great is that our system automatically sends
name at the top of the list. out another movie-mail. At this point, the
First, the right Web site will generate high customer receives a brochure, a “Why buy
quality leads and lower your cost per sale, but The next step in the customer experience is to here?” multi-media e-mail, competitive
only if you get the customers there. One way actually visit the site. While they’re there, our comparisons and a phone call to set the
to do this is to make your URL a prominent new site makes it easy to find the information appointment.
If we are successful in setting the appointment,
the movie-mail might be designed to confirm
the appointment and provide directions and
let them know how fast, fun and easy it is to
Keep your customers get a car this way. Our system even includes
messages in the event that someone doesn’t
for just pennies a day. show and of course, there’s a whole suite
of campaigns for unsold follow-up, sold
follow-up, service reminders and renewal
campaigns.
We have learned that the majority of
customers don’t but right away and therefore,
Loyalty DriverTM by . we need to follow-up sometimes for three to
is email marketing made
six months. That is why our CRM tool is a
critical part of our success. In particular, our
easy. Your own customized CRM tool automates all of our long-term
e-newsletter with profes- follow-up and as a result, it adds five to 10
sionally written content percent to our overall closing ratio some
and sophisticated report- months.
ing including our unique
Although our Web site has won many awards
buy signal allowing you to it is only part of our strategy. However,
know when your customer together with our online marketing people,
is ready to buy. process and CRM tools we have used it to
sell 500 extra cars a month and that number
continues to climb.
CONTACT US TODAY
at 866-964-NEWS (6397) ext.214 Rad Weaver is the Internet director at
Red McCombs. He can be contacted
or email us at loyaltydriver@imninc.com at 866.210.2838, or by e-mail at
rweaver@autosuccess.biz.
12

14. RandyBarone
Used Vehicle Market:
Get Your Piece of the Pie
Dealers using an street to the used car lot. can identify training opportunities to ensure
automated system to outstanding customer service.
manage trade closing Achieve an optimum trade closing ratio
ratios in their used Determine the necessary steps to ensure the Do you have multiple stores? You can get
car business have optimum trade closing ratio for your store. the latest reporting and monitoring so that
increased gross retail Learn know which vehicles to vie for and information can be reviewed regarding single
profit by 10 percent. They also have reduced which to pass on to have the right inventory. point or multiple stores from anywhere in the
wholesale losses by 37 percent and achieved country. You can also obtain a track record
a turn time of just two days. If you aren’t Software is now available that shows you of recon and how fast a vehicle goes from
using an automated system, think about the which product you need to stock to have 80 service to being front-line ready. You can get
impact it could have on your business. percent of inventory turn in 22 days or less. recommendations for which vehicles to list
The software determines when a vehicle is online to maximize time and profits.
Automated systems enable dealers to keep being appraised over or under auction book
close tabs on the percentage of used vehicles and market data. This helps ensure that the Don’t allow the competition to take away
appraised versus vehicles actually traded. By best decision is made while the customer is your customers because of deficient trade
having this information at your fingertips, still at the dealership. closing ratios. You have the potential to
you can better determine the steps needed easily double your used car business by
to achieve an optimum trade closing ratio. Show your customers good taste and using current technology.
To maximize your profitability, you need excellent service
a trade closing ratio of above 45 percent. In addition, your customers and sales team can
This means trading for 45 percent of all be confident that the appraisal your dealership Randy Barone is the vice president of
sales at American Auto Exchange Inc., a
used vehicles appraised. If you don’t have provides is backed by solid data. If you want subsidiary of JM Family Enterprises Inc.
this type of ratio, too many of your potential to track the performance of sales personnel, He can be contacted at 800.901.3017, or
customers are taking their business down the each individual’s activity is available. You by e-mail at rbarone@autosuccess.biz.
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